Thursday, February 19, 2009

What is an insight? Discuss...

"Insight" is a word that is widely mis-used. At the same time, the need to discover real, new, genuine insights has never been greater. The marketing community needs to provide consumers with (a few) bigger, better ideas based on genuine need and less wasteful line extensions and weak attempts at NPD based on lazy observation. It would help if marketers and their research suppliers focussed on what a real insight is.
Here's some definitions of Insight that might help. (I'm not claiming I thought these up). Insight is...
  • Penetrating understanding of consumers
  • An undiscovered truth that suggests an unmet need
  • Something that makes you go- "AHA!"

It would be great if this forum could be used to add definitions and even examples. The classic example I have come across is:

  • "People don't want quarter-inch drills. They want quarter-inch holes."-Theodore Levitt, Harvard Business School.

I'd be interested to hear other examples and definitions.

I have started this discussion on LinkedIn- see the Consumer Insights Group, or go to:


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